LEGO House In Denmark Is A Dream For Brick-Loving Builders

10/12/17

Leo Lutero

The new attraction opens with millions of brick pieces on show

A building seemingly built out of 21 blocks of LEGOs will greet those on flights landing in Billund, Denmark. The newly built LEGO House now shares the city with LEGOLAND. But unlike the theme park, the LEGO House offers the community more public spaces and a hands-on way of interacting with one of the world’s most favorite toys.

The LEGO House is both a playhouse and a display of outstanding pieces of LEGO artwork. The Masterpiece Gallery features the fan-made art of the plastic bricks, including impressive miniatures of many real-life objects. The History Collection recounts the rise of the LEGO Group. But the guests won’t be stuck admiring sculptures, they get to build their own pieces brick by brick too.

There are four play areas inside the building which are color-coded. Each represent important developmental skills in children. Red is for creativity; blue is for cognitive skills; green is for social skills; yellow for the emotions. These interactive areas, as well as the gallery and history collection, require guests to prebook a $31-ticket.

Instead of being just a tourist attraction, the LEGO Group wants the place to become a sort of meeting place for the company’s hometown. Other areas in the LEGO House are free to enter. These include the 2,000-square meter LEGO Square, terrace play areas, the LEGO store, and three restaurants.

Third generation owner of The LEGO Group has this to say:

“It has been a dream for me for many years to create a place that will give our visitors the ultimate LEGO experience. With LEGO House, we celebrate creativity and the strength of learning through play. When they play, children learn the basic skills that they need, such as creativity, collaboration and problem-solving abilities.”

In one of the LEGO House’s restaurants, visitors order food by putting blocks together and scanning them. While real humans do the cooking, cool LEGO robots deliver the food to the crowd and answer questions.

A building seemingly built out of 21 blocks of LEGOs will greet those on flights landing in Billund, Denmark. The newly built LEGO House now shares the city with LEGOLAND. But unlike the theme park, the LEGO House offers the community more public spaces and a hands-on way of interacting with one of the world’s most favorite toys.

The LEGO House is both a playhouse and a display of outstanding pieces of LEGO artwork. The Masterpiece Gallery features the fan-made art of the plastic bricks, including impressive miniatures of many real-life objects. The History Collection recounts the rise of the LEGO Group. But the guests won’t be stuck admiring sculptures, they get to build their own pieces brick by brick too.
There are four play areas inside the building which are color-coded. Each represent important developmental skills in children. Red is for creativity; blue is for cognitive skills; green is for social skills; yellow for the emotions. These interactive areas, as well as the gallery and history collection, require guests to prebook a $31-ticket.

In this episode, the PSFK team will guide listeners through six main insights into why customers still care about the store in the age of commerce (hint: they still love brick and mortar!—here's in-depth research into how retailers can meet their new expectations).

Explore how three retailers are going beyond the point of transaction by dedicating store space to on-site services, introducing shoppers to different activities and skills related to their product mix

Sign Up For The PSFK Newsletter

Newsletter signup also includes full access to PSFK.com for 30 days (does not include access to PSFK Reports).